Tips en tricks om winkelwagen verlating te voorkomen Marjolein Koppelaar (Ve Interactive)

Marjolein Koppelaar Ve Interactive Amsterdam

Twitter along! @MarjKoppelaar #ETS13  

•  Opgericht in 2009

•  Acht vestigingen wereldwijd

•  Vier international desks

Wie  is  Ve  Interac.ve?  

Ve Interactive Increasing revenues for online retailers Operating worldwide

Let’s talk about…. Shopping cart abandonment!

•  Quote leaving things How big is this problem?

•  “I don’t have a shopping cart abandonment problem” –  On average, 91% of people abandon in the checkout

•  “People that abandon will come back themselves at some point” –  ‘Natural return rate’ : 5% –  Online price comparison: 75%

THE FACTS

Sources: Forrester Research, Econsultancy.com, Ve Interactive

Why do people abandon in the first place?

1. ‘Window shopping’ – 57% 2. Saving items – 56%

3. Delivery costs– 55%

Bron:  comscore.com  &  entrepreneur.com  

What now?!

•  Long-term strategy

•  Short-term strategy

Hoe  los  je  dit  probleem  op?  

1. Long-term strategy: ��Optimise your checkout! �

1. Have a clear design with logical steps in your checkout

2. Have a clear and complete ���overview of the total costs

3. Be clear about the delivery date

4. Possibility to save the shopping cart

5. HAVE DIFFERENT PAYMENT METHODS

2. Short-term strategy: ��Send a remarketing e-mail�

•  Send an email •  Remind your visitor •  Lead them back •  Let them convert

•  Easy to set up

•  Extra revenue

•  Focus on optimising checkout

•  Strong email

•  Keep testing

•  Timing of email

1.  Goede  e-­‐mail  –  een  aantal  basispunten  Clear  CTA’s  

Clear  CTA’s  

Combina.ons  of  text  links  and  buIons  

Give  the  possibility    to  unscubscribe  for    this  kind  of  email  

Give  them  an  extra  push  to  come  back  

Show  an  interest  

Remind  them  of    the  abandoned  products  

And then… testing!

Personalisation

Cascade

Criteria filters

Func%onality   Tes%ng  period   Increase/decrease  

Personalisa.on   November  2012   -­‐  5%  

Product  feed   December  2012   +  30%  

Cascade   January  2013   +  10%  

Criteria  filter   February  2013   +  15%  

Baseer  beslissingen  alleen  op  data  

•  It’s more than just the technology

•  Make sure you either work with a specialist or have one in-house

Take-aways •  91% of your visitors abandons in the

checkout – 5% comes back naturally. •  Put a strategy in place for your shopping

cart abandonment •  Long-term: optimisation of the checkout •  Short-term: remarketing emails

•  Remarketing emails: •  Make sure your have a sufficient basic email •  Test different functionalities to discover

what works best for your website and target group

•  Make decisions only based on data

@MarjKoppelaar���@VeBenelux

info@nl.veinteractive.com